group5 ms wingreen rahul,sandeep,gaurav,pranay

8/17/2019 Group5 Ms Wingreen Rahul,Sandeep,Gaurav,Pranay

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WINGREENS FARMS: SUSTAINABLE

PROFITABILITYCase Study

GROUP5: TEAM Rahul Lal (20), Sandeep Kumar Raina (2), Prana! Kumar ("#), Gau

Sri$a%&a$a ('')


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INTRODUCTION

Wingeen stated its !"eati!n #it$ %ey n!&'e%isi!n !( e)"'!ing s!*ia' and en%i!n+enta'sustaina&'e +!de' in ,e'd !( agi*u'tue in Rua'India at %i''age Saa- Me#at disti*t- Ra.ast$an/

It $as tageted "!! (a+es #$! $a%e !#nes$i"!( s+a'' agi*u'tua' 'and #it$ %ey $ig$ is0 &ut'!# in*!+e/

Fa+es #ee n!t !n'y (a*ing "!&'e+ #it$un*etain in*!+e &ut a's! #it$ disti&ut!s1+andis2 #$! #ee eating int! its +agin/

[1/2]


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WINGREEN is dei%ed (!+ t#! 0ey #!d WIN andgeen/ 3WIN4 +eans 3W!+en5s Initiati%e Net#!04and and 3geens4 stand (! 3geen initiati%es4/

Stated &y An.u Si%asta%a in yea 6778 #it$ t$e'!an !( Rs/ 8 'a0$s (!+ $e $us&and A.un/

C!e 9isi!n !( t$e *!+"any “To marry the conceptsof social good and environmental sustainability withhigh protability in the eld of agriculture.”

Wingeens stated its !"eati!n #it$ !&.e*ti%e !(

in*easing yie'd (!+ t$e sa+e 'and using +!denand inn!%ating (a+ing te*$ni;ues- using *as$*!"s- e+"'!ying '!# #ate *!nsu+"ti!n +et$!d1di" te*$n!'!gy2

[2/2]


4/31

Assess inreen% strategy of partneringwith marginal farmers


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%TRAT)('

• Addess t$e M!st Neg'e*ted Se*t!<

A(RICU$TUR)

• Add t! it t$e M!st Neg'e*ted Res!u*e< $AND

• Add t! it t$e S!*ia''y Neg'e*ted C'ass<Fa+es=W!+en

• Ta0e a#ay t$e Ris0s- ensue !n'y e#ads

• En$an*e S0i''s=P!du*ti%ity t$!ug$ Taining > Te*$n!'!gy

• Ta0e A#ay t$e +idd'e+en and &ing Fa+e


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%o*r+e , http,//stein-o.+om/log/wp0

Wingeens (a+s $a%e e?e*ti%e'y used @Cs (!Ma0eting Ana'ysis- F!''!#ed #it$ Creating 5al*e - Capt*ring 5al*e > %*staining 5al*e as "e

t$e +!de' &e'!# :


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Assessing, Company6s %trategy of 4artnering, [1/2]

Wingeen (!*used !n t$e +!st neg'e*ted aea in India1Land'!d > Agi*u'tue2/ It undest!!d t$e needs !( t$e+agina' Fa+es aising !ut !( %ey 'ess unassuedannua' in*!+e (!+ t$e yie'd #//t/ (a+i'y needs &esides$ig$ is0 (!+ de"enden*y !n +!ns!!ns/ T$ey a's! $a%e

undest!!d t$at Fa+es ae n!t #i''ing t! se'' t$ei 'andsdes"ite $ig$ %a'uati!n due t! e+!ti!na' *!nne*t/

ee"ing t$ese in +ind t$ey de%e'!"ed a st!ng s!*ia' >

en%i!n+enta' sustaina&'e "atnes$i" +!de' #it$ &asi*et$!s as &e'!#:

"* Earnin +armer% Tru%& - L.!al&!

2* E/e&i$e1En$ir.nmen&3riendl! Tehn.l.!

'* S.ial - 4uman T.uh*


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Earnin +armer% Tru%& - L.!al&! : Gained Fa+es5 tust &y

e+!%ing a'' Fea and M!netay Ris0s t$!ug$ t$e Rental &Employment Model T$ey "aid 'ease enta's u"(!nt e%en &e(!e signing agee+ent as an assued

s!u*e !( annua' in*!+e/

Fa+e and (a+i'y +e+&es #ee e+"'!yed t! ti't t$ei !#n 'eased 'and

Fa+e *!ntinues t! !#n t$e 'and and ean u"t! 7ti+es +!e - #it$ sa+e'a&! as ea'ie/

A't$!ug$ t$e is0s tans(eed t! Wingeen- it gained a**ess t! *!st'y'and #it$!ut '!*0ing $ig$ Ca"ita'/

E/e&i$e1En$ir.nmen&3riendl! Tehn.l.! Institute ne# (a+ingte*$ni;ues t! in*ease t$e yie'd (!+ t$e 'and- &esides &eingen%i!n+ent (iend'y 1'i0e '!# #ate *!nsu+"ti!n *!"s=s"in0'e sys/2

S.ial - 4uman T.uh* ee" $u+an t!u*$ t! #$!'e !"eati%e +!de' #it$ an ai+ t! &ing s!*ia'

"!s"eity t! t$e "!! and W!+en #e'(ae=e+"!#e+ent/

4artnering, [2/2]


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Is there a s*stainale +ompetiti-ea-antage in this moel 7

T t


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T e mo e as a s*sta na e+ompetiti-e a-antage re8e+tethro*gh the 9Cs analysis,

CO&4AN', T$e C!+"any $as &ui't a st!ng g!!d#i'' and e"ute a+!ng t$e (a+es #$!

ae d!ing a #!d !( +!ut$ "u&'i*ity (! t$e+/ T$is is e%ident (!+ t$e*!n%esati!n Sues$ $ad #it$ Rag$u- and t$e #ay *!+"any S"ead (!+

%i''age t! se%ea' states/ CO$$A:ORATOR%,

T$e C!+"any $as (a+es as &iggest net#!0 *!''a&!at!s/ Besides*!+"any $as tied u" #it$ st!ng Finan*ia' C!''a&!at!s 1Se;u!ia2 #it$!ut*!+"ising !n its et$!s ;ie its U%4s


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C$I&AT), T$e G!%ts="!'i*y +a0es $a%e Ign!ed t! d! su&stantia' in t$is ,e'd !(

Agi*u'tue=Fa+es/ E%en t$e #e'(ae s*$e+es (! (a+es #asn5t

e?e*ti%e / T$e C!+"any #it$ it5s ;ui*0 $e'" stategy $as #!n t$e $eat5s !(+any Fa+es- and ae n!# s"eading #!d !( +!ut$ "u&'i*ity (! t$eC!+"any t! G!#/

CO&4)TITION, Wingeen $as used a ,st +!%e ad%antage in a ,e'd neg'e*ted 1Agi*u'tue

> Land'!d2/

Wingeen $as "!siti!ned itse'( &et#een Fa+es and Retai'es and

e'i+inated t$e un#anted 'aye !( disti&ut!s in &et#een/ Ma.! *!+"etit!(! Wingeens #as s+a'' and &ig Mandis #$i*$ a*tua''y #ee eating u"(a+es +agin/ By e+"'!ying uni;ue +!de' !( #in


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CU%TO&)R, Wit$ a"id u&aniati!n- t$e u&an *!nsu+es $a%ing a**ess t!

Ma''s=Retai'es is g!#ing e)"!nentia''y/ U&an de+ands (! (es$agi*u'tue "!du*ts $as g!#n signi,*ant'y and is e)*e"ted t! *!ntinueg!#ing/ T$e Stategy !( 3Fa+ t! F!04 t! +eet t$e e;uie+ent !((es$=!gani*=$!+e+ade (!!d $as "aid !? $ands!+e "!,t t! t$e*!+"any/

F!+ t$e a&!%e ana'ysis- it is *'ea t$at t$e +!de' $as a st!ngsustaina&'e *!+"etiti%e ad%antage as is "!,ta&i'ity is $ig$ #it$in%est+ent e)"enses %ey '!# 'a&!u easi'y a%ai'a&'e and se'(di%en- $ig$ yie'd='!# #ate *!nsu+"ti!n te*$ni;ues &inging"!,t t! &!t$ !#ne > t$e (a+e/ T$e e)tensi%e Retai'C!''a&!at!s #i'' ensue t$at Fa+ "!du*ts ea*$ end *ust!+esin a sea+'ess (as$i!n/ C!+"etit!s e%en i( ty t! e"'i*ate t$e&usiness +!de' #i'' ,nd it di*u't t! *!"y t$e s!(te (a*t!s !(eaning $uge tust =e'ia&i'ity &and/=]


13/31S.ure : h&&p:11%&ein$.*.m16l.17p

[=/=]


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!hat is yo*r assessment of the ro*stnessof the !ingreens partnership moel7 Is itan owner ri-en moel th*s not repli+ale

an not s+alale7

$ i i & d ' d i $ ''


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Wingeen $a%e Ceated st!ng 9a'ue in t$eiPatnes$i" +!de' &y addessing t$e needs !(Fa+es and t$at !( t$e Retai'es and C!nsu+es/

T$e +!de' is n!t !#ne di%en &ut di%en and!#ned &y a'' t$e Sta0e $!'des in*'uding Fa+es-Retai' C$ain and C!nsu+es t$!ug$ a *!+"'e)net#!0 !( Su""'y C$ain Manage+ent:

T$e Wingeens is %ey !&ust +!de' and it $as a''ig$t e'e+ents and ad%antage (! a'' t$!sein%!'%ed in t$e "!*ess/ [1/=]


16/31

$)5)$ 1 %elf Dri-en y #armers an their #amily memers , T$e (a+es > (a+i'y +e+&es ae n!t .ust E+"'!yees &ut &usiness "atnes

> *!''a&!at!s / T$e *!+"any $as eaned a $uge tust (a*t! t$!ug$ #!d !(+!ut$ "u&'i*ity and is n!# t$e ,st *$!i*e (! (a+es / T$ei indi%idua'

g!#t$ is 'in0ed t! *!+"any g!#t$/ T$e Renta' > E+"'!y+ent +!de' ista0ing a#ay a'' t$e is0 (!+ t$e (a+es #it$ assued annua' in*!+e/D!#e%e t! sustain > g!# t$e in*!+e in!# t$e &usiness #i'' &e e;uied t!&e sustained and g!#/ Den*e Fa+es ae a*ti%e'y in%!'%ed in t$e sa+e/

Den*e it5s a WIN


17/31

$)5)$ 6 The Retail Chain , T$e Retai' C$ain !( Re'ian*e- S"en*es- B$ati


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T$e M!de' is easi'y e"'i*a&'eK/ It $as a'eady &een e"'i*ated (!+

9i''age t! se%ea' States #it$in a s$!t "ei!d !( yeas (!+ 6778


19/31

!hat was the role of :raning strategy in!ingreens s*++ess7


20/31

Wit$ an e)"et &a*0g!und (!+ +a0etingAn.u used uni;ue &anding stategy t! +a0et$e Wingeen P!du*ts a una#ay su**ess inRetai' St!es/ %he #o+*sse on 5al*e

Creation ? 5al*e Capt*ring S$e Sensed t$e g!#ing need !( Aut$enti*

D!+e+ade "!*essed (!!d (!+ t$e U&an"!"u'ati!n/ S$e *!u'd e%en *$age a "e+iu+

1and t$us $e(ty "!,ts2 i( t$e Banding is EyeCat*$y and Aut$enti*/

T$is t$!ug$t #as t$e &asis (! Banding/

T$e Banding #as d!ne a(te *!nsideing a''

t$e Ps !( Ma0eting Mi) -#$i*$ 'ed t! it5s

[1/@]

Role of :raning strategy in!ingreens s*++ess


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[2/@]


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Answering "ey *estions of = 4s to arri-eat o-erall :raning e+ision

P!du*t:

W$at Cust!+e #ant (!+ t$e "!du*t 4ro+esse foo , #reshB omemae ? Organi+ 4ro*+ts It sho*l e

en-ironment frienly

W$at H!es it '!!0 'i0e D!# is it Banded D!# is it di?eentiated #t*!+"etit!s/ It sho*l e rane s*+h as to restore tr*st in +*stomer that his ao-e

nees are met

Pi*e: W$at is t$e 9a'ue !( P!du*t (! t$e *ust!+e

The Uran +*stomer ns great -al*e to this *ni*e proposition an will ereay to pay a premi*m o-er +ompetitors if the tr*st le-el is *il *pthro*gh *ality

P'a*e > P!+!ti!n W$ee d!es *ust!+e '!!0 !ut (! t$e "!du*t

Uran +*stomers typi+ally go to R)4UT)D %tores to p*r+hase the ho*seholre*irement

W$ee t! get t$e +a0eting +essage t! t$e Cust!+e

At the mallsB in serene en-ironment it is Ieal to show+ase/or gi-e trial*sage to the +*stomer

[>/@]


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4RODUCT, Genea''y n!#adays #e ,nd P!du*ts ai'yPa*0ed in *!+"ute "inted designs/ D!#e%e t!Stand !ut - Wingeens C!ns*i!us'y ensued t$att$e Pa*0aging is n!t eye Cat*$y &ut as a# as

"!ssi&'e/ T$ey ensued "a*0aging is $and#itten and !n

Re*y*'ed "a"e t! *!n%in*e t$e *ust!+e !n t$eAut$enti*ity !( t$e D!+e+ade "!*essed (!!d/

Wit$ Cust!+e getting +!e en%i!n+ent*!ns*i!us- Re*y*'ed "a"e a's! ensued t$atCust!+e n!ti*es En%i!n+enta' *!nsideati!n !(t$e C!+"any/

[=/@]


24/31

4RIC), Wit$ t$is "a*0aging and &anding- t$ey #ee a&'e t!

*$age +!e t$an t$ei *!+"itat!s/ T$is "e+iu+ addedt! g!!d "!,t +agins !( t$e *!+"any/

Wingeens $as *eated %a'ue (! Retai' *$ains and st!e

!#nes &y "!%iding $ig$e +agins !n its "!du*t/ T$ese"!du*ts ae a's! (ast +!%ing due t! its uni;ue se''ing"!int and "!siti!ning in "e+iui+ seg+ent/

[9/@]


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4$AC) ? 4RO&OTION, Wingeens ensued t$at t$e P!du*t is s!'d t$!ug$

REPUTEH CDANNEL PARTNERS 1 Re'ian*e- B$ati<Wa''+at- S"en*es- G!u+et2/ T$e 9a'ue "!"!siti!nt$!ug$ uni;ue &anding #as en$an*ed t$!ug$ t$e sa'es(!+ Re"uted Retai' St!es/ T$e Pe*e"ti!n and tust'e%e's !( t$e *ust!+es s!as $ig$ at su*$ "'a*es #$! aen!t !n'y #i''ing t! "u*$ase &ut a's! "ay a "e+iu+/

Dad t$e si+i'a &anded "!du*t &een at a L!*a' ianaS$!"- it5s %a'ue "!"!siti!n t! t$e *ust!+e #it$ t$e sa+e&anding #!u'd $a%e &een %ey '!#/

[E/@]


26/31

S.ure : h&&p:11%&ein$.*.m16l.17p

Wingeens (a+s $a%e e?e*ti%e'y used @Cs (! Ma0eting Ana'ysis-F!''!#ed #it$ Ceating 9a'ue - Ca"tuing 9a'ue and Sustaining 9a'ue as"e t$e +!de' &e'!# :

[@/@]

If i t t th


27/31

If ig rms were to aopt the samestrategi+ moel o yo* thin3 it wo*l es*++essf*l to imitate it7 !hy or !hy Not7


28/31

It is ;uite natua' t$at in t$ese *!+"etiti%e ti+es (u'' !( net#!0ing and

+a0et in(!+ati!n any &ig ,+ #i'' ,nd t$is +!de' 'u*ati%e- es"e*ia''y a(te#itnessing t$e g!#t$ ga"$ !( WinGeen (!+ 6778


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Imitaility of ea+h Component of the &oel

Te+hnology/#arming 4ra+ti+es, T$e O"ti+iingte*$ni;ues and "a*ti*es (! $ig$ yie'd ae "u&'i*'ya%ai'a&'e and *an &e easi'y "u*$ased and i+itated &yany *!+"any/ E%en Tie u"s #it$ iigati!n e)"ets 'i0e

ain Iigati!n ! e;ui%a'ent is easy (! a Big Fi+/

Retail Channel 4artners an other Collaorators,C$anne' Patnes 'i0e Retai' St!es ae inteested in t$e"!,t +agins t$ey *an ean (!+ t$e "!du*t- and

#$at additi!na' (!!t(a'' it *an "!%ide/ I( any !t$e"!du*t is &ette !n t$ese s*a'es- it #i'' e"'a*e it (!+t$e s$e'%es/ Banding=Sa'es "!+!ti!n *an &e easi'yi+itated &y Big Fi+

Imitaility of ea+h Component of the &oel


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The $anlors ;#armers/#amilies< %o+io0C*lt*ral, The#armers ;$anlors


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group5 ms wingreen rahul,sandeep,gaurav,pranay

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